Sky was uncharacteristically behind the curve five months ago when it finally integrated Netflix onto its pay TV set tops, eventually crumbling under pressure. Bringing Netflix to its Now TV streaming service was therefore the natural next chapter in this series of unfortunate events for pay TV, but the speed in which Sky is willing to change its spots is frightening – in another reminder of how Sky is singlehandedly creating the next generation of TV in Europe. With the possibility to throw in NBC Universal titles and sports content following Sky’s takeover by Comcast (see separate story in this issue), Now TV is emerging as Europe’s most comprehensive go-to source for OTT video content of various flavors. More to…